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CONSUMER BEHAVIOR &
TARGET MARKET ANALYSIS
Christine Bernard Lauren DiZazzo Callina Patterson Ean Williams
MK359 | RAVEIS | 8AM
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CURRENT ANALYSIS
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CURRENT TARGET SEGMENTATION
(AS DEFINED BY OWNERS)
Typical Customer
Ages 1-100
Gender Neutral
Boylston Street Location: Tourists Emerson Students
Financial District Professionals
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DEFYING
ASSUMPTIONS
Not the typical Macho
Burger Joint
Observation shows theresfrequently an even male to
female ratio of customers
Occasionally noticedfemale dominance
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MARKET ANALYSIS
The Better BurgerIndustry is the fastest
growing food market(Forbes)
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POTENTIAL TARGETS
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TWO MAIN TARGETS
Boston Working Professionals
Emerson College Students
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BOSTON WORKING
PROFESSIONALS (BWP)
Important Situational Influence:Timing - Lunch
Working in Downtown & FinancialDistrict
Between the ages of 25-49 Both Male & Female
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BWP CURRENT
PERCEPTIONS
MRI+ Mediamark Reporter - Professionals are75% more likely to go to healthy fast foodrestaurants
Value healthier lunch options and willing topay more for them
Those who currently know of Four Burgersview it as a healthy and satisfying lunch spotwith reasonable prices for high quality food
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BWP Influences
External
Time/Timing
Atmospherics
InternalVALS Types:
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EMERSON COLLEGE
STUDENTS (ECS)
Important Situational Influence:Timing - Dinner
Attends Emerson
Between the ages of 18-24
Both Male & Female
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ECS CURRENT
PERCEPTIONS
MRI+ Mediamark Reporter - People who attended/attending college are 13% less likely to go to healthy fastfood restaurants
High Price Sensitivity: Due to college students budget,health is ranked second price in their purchase decisions
Emerson college students who currently know of FourBurgers view it as an expensive all-natural burger joint,and currently do not understand the value of Four
Burgers
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DECISION MAKING & BASIC
CONSUMPTION PROCESS
Need Recognition
(Need & Want)
An individual realizes they are hungry
Meets physiological needs (for both targets) Meets social needs (for college
students) Meets esteem needs (for professionals)
Want a meal of nutritional value that is tasty and served in a trendy
atmosphere
Search for
Information
The individual scans the surrounding environment, or hunts online for a burger
joint.
Evaluation of
Alternatives
Compare a few upscale fast food restaurants in the Boston area (Boloco,
b.good, Ufood, Panera)
Choice (Exchange)
Individual decides they are very hungry and want aBetter Burger, they choose
Four Burgers.
Exchange Time/energy/money for a healthy burger combo
Post-Choice
Evaluation
(Cost and Benefits,
Reaction, Value)
They received value (quality food, speedy service, morale boost)
*morale boost of eating organic and supporting a business that is green and
buys local
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STRATEGIES
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PRODUCT
DIFFERENTIATION
Our advertising will stress the factthat Four Burgers is THE place to
have that better burger
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VALUE PROPOSITION
A tasty and nutritional
meal efficiently served in an
upbeat community hub.
TextText
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MARKET
SEGMENTATION
Using the Time/Timing externalinfluence to choose and attracteddifferent targets for different meals
Boston Working Professionals forLunch
Emerson College Students for Dinner
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CREATIVE EXECUTION
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www.fourburg
ers.com
617.426.4041
fourburger
sBETTE
R
Handcrafted
Eco-friendly
StompingGround
Variety
beef.salmon.turkey.ve
ggie
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fourburgers.com
Thursday Night is College Night!
Jump start your weekend
and enjoy one of our four
burgers with a fries and a
drink all for $10, withpresentation of your
student ID.
FACEBOOK AD
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Hungry & Crunched for Time?
Take advantage of our new delivery
service and order one of our fourburgers for lunch today.
LINKEDIN AD
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Currently Four Burgers target market, a healthy consumer of any age, is too broad.
Although their business is thriving, they have the potential to bring in more revenue if they were
to specifically target the health conscious Boston professional and Emerson College student.
Michael owner of Four Burgers explains that Our biggest challenge is educating the customer
on the value of Four Burgers. College students have a negative attitude toward the price but
perceive the restaurant as a trendy place to go eat when they have spare money to spend. By
simply educating the Emerson college customer through advertising, we agree with Michael that
more college students will see that their prices are not unreasonable for a dinner.
Influences of Professionals
External influences of Boston professionals include timing and atmospherics. They have
a lunch break and would like to eat something that is of higher quality than McDonalds, taking
advantage of that hour, escaping the office. Professionals are looking for a place that is vibrant
and will take them out of the office atmosphere. Four Burgers is both fast and has appealingatmospherics for an upscale fast food diner.
Internal influences that bring professionals into Four Burgers have a lot to do with their
VALS type. Professionals fall under the experiencers and achievers. They are motivated by self-
expression and the desire for achievement. On one hand, they seek variety and excitement and
like to try out new things, which makes them a good target for our products. On another hand,
they value image and favor prestige products and services that demonstrate success to their
peers. This also makes them a good target for Four Burgers since it's offers higher quality
products. Also, because of their busy lives, they are often interested in a variety of time-savingdevices. This is the reason why we want to target them by emphasize the time-saving aspect of
the business.
Influences of College Students
College students are influenced the culture that surrounds them. Students between the
ages of 18 and 22 are beginning to test the boundaries of habitual tendencies, and making the
choice to spend more money on a healthy meal is extremely common among our generation.
Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean WilliamsFour Burgers: Consumer Behavior & Target Market AnalysisMK359, Laurie Ravis, 8am
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Current Target Segments
After meeting with the owner and manager of Four Burgers on Boylston St, they
expressed to us that their current target segment is the typical whole foods customer between the
ages 1 and 100 of either gender. Tourists, Emerson students and the financial district
professionals are a main target in this area. Although you would think that a burger place would
target your typical macho male looking for a meaty burger, the numbers are typically split
between male and female. As of now, Four Burgers is basically targeting anyone looking for a
better burger.
Potential
After conducting research we found that Boston is 10% more likely to follow the trend to
consume healthier fast food. They are also 7% more likely to care about their foods nutritional
value. We found that adults between the ages of 18 and 49 are 6% more likely to visit fast food
and drive- in restaurants like Au Bon Pain and Panera Bread in the last 6 months. According to
MRI professionals are 75% more likely to eat at healthy fast food restaurants such as Au Bon
Pain and Panera Bread, which have similar aspects to Four Burgers. We also found that young
adults between the ages of 18 and 24 are 7% more likely to have bought burgers or hot dogs in
the past six months.
We have decided that the most efficient way to generate income and bring more traffic
into the restaurant would be to target two different segments. The first target, Boston
professionals between the ages of 25 and 49, will boost lunchtime sales. The financial district is
so close to the Four Burgers Boylston location making it the perfect spot for professionals who
are looking for a healthy lunch that is filling and quick. The pricing seems fair to this segment for
the value received. Boston professionals value healthy lunch options and will pay a higher price
for the quality of food served at Four Burgers. For our second potential target we would like to
embrace the college community that surrounds the restaurant during nightly hours, targeting your
typical college student who is tired of on-campus dining options. According to Mintel 60% of
citizens between the ages of 18 and 24 would like to see healthier items on the menu and 33%
are willing to pay more at a restaurant that serves local food.
Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean WilliamsFour Burgers: Consumer Behavior & Target Market AnalysisMK359, Laurie Ravis, 8am
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Marketing Strategys
After analyzing and researching the potential target markets we have come up with
marketing strategies that will separate Four Burgers from its competitors. Four Burgers produces
a product that is different from the others offered in burger joints around Boston. We really
wanted to stress the fact that this is THE burger place to get the better burger. We have come up
with a value proposition that sets us apart from the rest, A tasty and nutritional meal efficiently
served in an upbeat community hub. Four Burgers burgers are unlike any other offered in the
area. They use homegrown ingredients imported from family farms adding nutritional value that
is consumed in a trendy burger joint that cares for its surrounding community.
Our market segmentation deals with targeting professionals in Boston for lunch hour and
Emerson College students for dinner timing is crucial. Professionals are pressed for time during
lunch hour and Emerson students are constantly running to several meetings during all hours of
the night giving us the opportunity to stress the quick service aspect of Four Burgers.
Although there are a number of different ways to advertise this quality product to the
public, we have implemented the ways in which we believe will most efficiently reach our target
markets. Out of home advertising such as billboards and newspaper print ads will be the best
way to communicate with Boston professionals. Advertising on billboards in the Financial
District is sure to capture the attention of any business man or woman.
It is no secret that Emerson College students are avid users of social media. Advertising
to Emerson College students through Facebook ads is necessary. Price promotions are another
way we plan to attract the Emerson students, by perhaps offering a college discount meal. A
burger fries and a drink for $10 with an Emerson College ID is sure to bring a heavy flow of
traffic into the restaurant. Lastly sponsoring community events, such as the Museum of Fine Arts
college night, will enable Four Burgers to quickly win over the college students especially if
given the opportunity to taste one of their delicious burgers.
Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean WilliamsFour Burgers: Consumer Behavior & Target Market AnalysisMK359, Laurie Ravis, 8am
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Emerson College culture is known for embracing the current organic and health food trends. Any
student will agree that the typical Emerson College student is commonly crunched for time
making Four Burgers the perfect place for them to catch up with their friends while grabbing
food that has nutritional value.
What internally influences a typical Emerson College student is explained by their VALS
type. Emerson College Students generally fall into the Strivers and Experiencers VALS types. As
mentioned before for professionals, they like to experience new things, which also makes them a
good target. Money defines success for Strivers, who don't have enough of it to meet their
desires. This explains why they value price over health in their decision making process.
However, they are also motivated by achievement and are concerned about the opinions and
approval of others. Based off of this personality trait, focusing on word-of-mouth and peer
influence will help Four Burgers attract that group and contribute in modifying their perceptions.
Decision Making/Basic Consumption processNeed Recognition
(Need & Want)
An individual realizes they are hungry
Meets physiological needs (for both targets)
Meets social needs (for college students)
Meets esteem needs (for professionals)
Want A meal of nutritional value that is tasty and served in a trendy
atmosphere
Search for Information The individual scans the surrounding environment, or hunts online for
a burger joint.
Evaluation of
Alternatives
Compare a few upscale fast food restaurants in the Boston area
(Boloco, Begood, Ufood, Panera) These all provide fast service and
good quality, healthy food.
Choice (Exchange) Individual decides they are very hungry and want aBetter Burger, they
choose Four Burgers. Exchange Time/energy/money for a healthy
burger combo
Post-Choice Evaluation
(Cost and Benefits,
Reaction, Value)
They received value (quality food, speedy service, moral boost) *moral
boost of eating organic and supporting a business that is green and
buys local
Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean WilliamsFour Burgers: Consumer Behavior & Target Market AnalysisMK359, Laurie Ravis, 8am
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Creative Execution
We have drafted two print ads that are meant to target the two separate segments. The
professionals will be intrigued by the visual aspects of our billboard add and inclined to visit
with our four value key phrases guilt-free , homegrown, escape, and quick bite. Our print ad in
the Your Mag, an Emerson College magazine will also draw in the reader with the visual aspects
and persuade them to try four burgers using four key phrases they associate with value, eco-
friendly, hand crafted, stomping ground, and variety. For other the print ads and other
creative excitation please refer to the attached Four Burgers: Consumer Behavior & Target
Market Analysis Presentation.
Christine Bernard, Lauren DiZazzo, Callina Patterson, and Ean WilliamsFour Burgers: Consumer Behavior & Target Market AnalysisMK359, Laurie Ravis, 8am
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